Generation Z

If you have a child between the ages of five and 20, you’re raising a Gen Zer. With some 60 million in the U.S., they’re suddenly garnering the attention of research firms and business analysts as the oldest among them are becoming more active consumers and also preparing to enter the job market.

Overall, they’re frugal, focused and fiercely independent bunch. Unless your child is headed to college soon, it’s probably a bit premature to group them in with the findings below; still, it’s fun to get some perspective on this next generation.